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The men's magazine Loaded is preparing to celebrate its tenth birthday with a campaign created by Farm.
Press ads will run across IPC's men's titles, as well as on 46- and 98-sheet poster sites around London, from 5 April. A series of stunts, co-ordinated by Loaded, will also support the birthday issue.
The ads feature a former Loaded cover star, Michelle Marsh, burning her bra with the caption: '10 years fighting for feminism.'
Another execution features three suspender-clad bottoms with the line 'There's more to women than breasts' and the '10 years fighting for feminism' badge also features.
A below-the-line campaign will ask London to join Loaded in its 'fight for feminism' and will include a series of stunts to launch the issue.
This includes the cover girls ...